SalesFUSION Webinar

The Impact of website visitor tracking on b2b sales funnels

What we’ll cover today

About SalesFUSION The b2b website funnel Understanding b2b website

analytics Website visitor tracking

demystified Web visitor analytics and your

sales funnel Enriching CRM with website

visitor data The impact of the “digital

conversation”

“One of the most important questions marketing & sales

must answer is “who is on my website and

why?”

“One of the most important questions marketing & sales

must answer is “who is on my website and

why?”

About SalesFUSION

SaaS Marketing Application HQ – Atlanta, GA – Sales Offices in Philadelphia, PA Provide all b2b marketing functionality in a single app Focus on integrating Marketing and Sales (CRM) Only solution built on a CRM database Extensive global partner network Unique Client Services model Game-changing pricing structure 99% retention rate 90% of all new features added in 2011 – customer requests

The website visitor funnel

All roads lead to the website95% of b2b buyers research on the webThis “digital conversation” with your company is going on whether you know it or not!

MA-SoftwareAll site visit data is captured an analyzed inside of the MA systemData is scoredLeads are pre-processed

Basic Web Analytics

Email Campaign Responses

Search

Web Forms Completions

Social/Blog

Corporate Website

The B2B Website Funnel

Capture

Analyze

Score

Sales

Nurture Ideas

Digital conversationProspective buyers are engaging with you in search, social, blog, online ads….and moreYou must inject yourself info this digital conversation and present materials that entice forms completion and lead capture

Present new contentPresent your visitors with new content that is engaging and educational. Become a source of industry best practices and elevate to trusted advisor status through intelligent nurture marketing

Engage salesMove the highest value leads to CRM/Sales quickly. Engage sales via email alerts and relevant contact history in CRM.

Track behaviorUse traditional web analytics to optimize your sites performance by analyzing site behavior

Lead scoringCapture all data points and group, rank, score and route leads to appropriate follow up path.

The Role of the corporate website in your marketing mix

• Center of your marketing universe• All channels lead to it

• Social• PPC• Online ads• Email • SEO

• All prospective buyers end up on it at some point• We spend a ridiculous amount of time and money getting people to our site…and have no idea what to do with them when they get there!

Advanced b2b web analytics“Who’s on my site” vs “How is my site performing”Analytics focused on leads and lead conversionAnalytics integrated into the lead gen processAnalytics that trigger events and alertsInformation is captured and appended to CRMInformation is used by sales in addition to marketing/webs team

Website visitor tracking demystifiedThe identification and tracking of individuals and companies visiting your websiteEnabled by placement of a 1st party cookie on the visitor’s pc and relation of their IP address to their email addressTracks the visit detail in the context of lead generationInformation gathered includes pages, downloads, time on site, location and much more..Information gathered is integrated with CRMInformation gathered is actionable and drives sales-related processes

Google Analytics vs. website visitor tracking

Performance of websiteGeographic information Top pagesBounce rateVisit depthReturn visitorsInformation used by web team for site optimization

Website visitor tracking

Places 1st-party cookie Tracks a person or companyIdentifies companies based on reverse IP appendInformation is used in lead scoring/nurture marketingInformation is embedded in CRMInformation drives sales lead alerting via email

Important metrics to b2b sites

Visitor Loyalty - How often do visitors visit the site? Do your visitors visit once a month? 3 times a month? 10 times a month? Compare this metric over a period of time, for example compare this month to last month or this quarter to last quarter. Visitor Recency - How long has it been since a visitor last visited? Again, compare this to two different time periods to see if there is a change or did things remain the same. Depth of Visit - Measures the number of pages viewed by your visitors. Here you will be able to view how many pages visitors view on your site. Always compare metrics over a period of time and try to get an insight into whether visitors are viewing more pages or less.

Trends in b2b web analytics

Information is moving from analytical to actionable – companies want information gathered/presented in ways that can be used in sales funnel advancementIncorporating social metrics – monetizing social media efforts will depend on integrated web analytics and website visitor trackingIntegrated approach – Disconnected tools being replaced with integrated solutions that can automatically act on web activity

Capture Lead Data - Forms

Web Leads In

Website Visitor Tracking and your Sales Funnel

Analyze/Score

Pre-Qualify based on rules

High-value leads – route to sales – trigger email alert with link to CRM

Lead data is pushed to CRM

Sales Engagement – Qualify to opportunity or set to nurture

Close Win/Loss – Trackback ROI data from Opportunity

Marketing

Inside Sales

Outside Sales

Email marketers who recognize and act on the changes that have taken place in the ways their customers choose to communicate with them and with each other will be in the best position to adapt their email programs and stay relevant.

What are we capturing in b2b web visitor tracking?

1.Known visitors – previously identified by email click/form completion2.Known companies – identified by reverse IP append3.Unknown visitors – raw SEO data

Email marketers who recognize and act on the changes that have taken place in the ways their customers choose to communicate with them and with each other will be in the best position to adapt their email programs and stay relevant.

Geo-location

SEO information

Page-level detail

IP-level detail

What are we capturing in b2b web visitor tracking?

Combination of traditional analytics plus unique visitor demographics and site behavior

How do we capture and display this information?

1.Email click through – assuming the email/WVT solution is the same2.Form completion3.First-party cookie is placed on PC4.Related to IP Address and Email Address and CRM GUID (if applicable)• Not 100%• People can clear cookies or

browse on a different machine

• Good content increases identified individuals

• Give people a compelling reason to self-identify

Data appending for known companies

1.Appends additional company detail to identified organizations2.Can allow users to search and purchase contacts from data appending solutions – Jigsaw…etc.3.Purchased users – can be enrolled into campaigns….you may get lucky!

Using website visitor Using website visitor information in information in

practical b2b wayspractical b2b ways

• Append data to your CRM• Alert sales when valuable activity occurs• Data uses to create accurate lead scoring

models• Data appended to account, lead contact records

in CRM• Data drives automated campaigns

(nurture/trigger)

How do we use the data in a practical way for b2b?

Sales reports – companies on the site

•Meaningful reports•Delivered via email•Filtered based on role/geo•Make information actionable – click to open in CRM

How do we use the data in a practical way for b2b?

Contact/Account level alerts

•Controlled by lead scoring•Managed by lead assignment rules (from CRM?)•Leads on a silver platter for sales•Beware of overkill – throttle the alerts accordingly

How do we use the data in a practical way for b2b?

Value Derived

Robust

ness

of

Solu

tion

iCRM

CRM

SFASales Force Automation•Contact Mgmt•Pipeline Mgmt

Sales Performance Mgmt•Incentive Comp•Sales Analytics

Customer Intelligence•Data Augmentation•Data Quality .

Web Analytics•Implicit Data•Behavior

Email Marketing•Implicit Data•Behavior

Marketing Automation•Implicit Data•Explicit Data•Marketing & Sales Alignment•Multi-Channel Integration

Contact Center

SA

LES

MA

RK

ETIN

GSER

VIC

E

Integrating with CRM – driving towards higher value

Source - Gleanster

What marketing data do top performing companies integrate to CRM?

Source – Gleanster, Inc.

What does good CRM integration look like

• Separate from sales activity history• Graphical – show sales quickly if someone is active• Drill down into detail• Data should be in table fields • Allow for reporting and workflow

Inside sales use of website tracking

Website monitoringResearch

anonymous visitors – append with contacts –

enroll in campaigns

Website monitoringResearch

anonymous visitors – append with contacts –

enroll in campaigns

Pop email alert when high-value activity occurs – assign task for

call

Pop email alert when high-value activity occurs – assign task for

call

If no phone contact made – enroll in trigger

campaign

If no phone contact made – enroll in trigger

campaign

Receive on-going alerts when lead

returns to site/responds

Receive on-going alerts when lead

returns to site/responds

Inside Sales Teams are leveraging new email marketing tools for b2b•Respond to leads with HTML email templates•Enroll new suspects in intro nurture campaigns•Enroll cold but not dead leads in nurture campaigns•Increased touch-points with larger number of suspects

Things to consider?

•Is anonymous activity worthwhile data?•Is WVT as a stand alone solution viable?•Will the recent issues in EU carry over to the US on privacy?•How can we best handle privacy issues?•Should we reference this information in prospect calls?•WVT should be part of an overall marketing automation solution (tagging from email/form)•The value of stand-alone visitor tracking solutions is

The impact of visitor tracking on your Sales Funnel

•Increased adoption & satisfaction by sales of the CRM•Response time to leads is dramatically reduced•Fewer leads fall-out prior to pre-qualification•Longer-term leads are better developed through nurture marketing•Forced collaboration between sales & marketing•Accountability for passed leads is higher

• Email Marketing• Nurture Marketing• Social Media• Online/Offline

Marketing

• Landing Pages

• Web visitor tracking

• Lead Scoring • Lead Routing• Real time

alerts

• Feedback loop from CRM to FUSION CRM

• Dashboards• Linked to

CRM oppt.• Real-time

analytics• Campaign

spend analysis

What does SalesFUSION Offer?

Focused 100% on integrating Marketing and CRM Clients are raving fans of hands-on service Most aggressive pricing in market 30-day Live Trial Pre-integrated to more CRM systems than any other vendors

in our space

Thank you! Q&AVisit our online resource centerPDF Materials & Video will be availableSee a Live DemoWho won an iPhone 5?

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